Marketing Metrics: Leverage Analytics And Data ...
Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies.Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies.Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.
Marketing Metrics: Leverage Analytics and Data ...
This is a book for anyone who is interested in learning about the numbers and data behind successful marketing campaigns. From direct mail to email, social to mobile, whatever channel is being used to market products and services, you'll learn what it takes to set goals with confidence, gather the data and analyze the results.It's a book for anybody who wants to ace the subject of Marketing Analytics.
Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.
In her day job as a marketing executive, she has served on the board of the American Marketing Association Boston Chapter as Vice President of Social Media and has worked creating digital implementation for organizations ranging from Pega Systems and Nissan to the Smithsonian and a variety of technology startups. She specializes in translating business requirements into a cohesive vision for technology implementation, across the web, mobile, customer relationship management (CRM) and data analytics.
Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies.Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.
While you could guess what your customers are interested in and how they respond to different forms of engagement, think of all of the customer data you have at your fingertips with the right customer marketing strategy. Then, think about how you can use customer analytics.
Customer analytics is the process of collecting and analyzing customer data to make better future decisions for the success of a company. Customer analytics play an enormous role in predicting customer behavior, which can help marketing and sales departments make choices about the ways that they approach customers in the future.
It seems simple enough: collecting quality data analytics about your customers leads to the use of powerful software solutions and the knowledge of intelligent people to produce analytics. Analytics lead to actionable insight; in turn, you get to make better decisions, resulting in more ROI.
One way to help boost your customer retention as a way to make the most of customer analytics is to utilize G2 Insight Subscription. When you get real-time data surrounding your customers, as well as your products and competitors, you can make every decision a confident one.
Customer marketing analytics can be used as a strategy for gaining insights as a way to deliver top-notch customer experiences that are tailored to the specific preferences and needs of your customers.
Most customers know that companies collect data on them, and in turn they expect personalized interactions as a result of this data, while also being sent relevant information and offers. When your marketing team uses customer analytics, they can be used as a solution to customer demands for predictive modeling, data visualization, and so much more.
The stronger and more accurate your customer marketing analytics are, the better and more effective the customer journey and the more accurate the customer insights will be. Not only can your marketing team leverage this data to increase customer loyalty, but also to boost the customer lifetime value, and gain a complete view of their actions across various channels.
From the top to the bottom of the sales funnel and all the way through your marketing campaigns, customer analytics can help you answer the questions that managers and C-suite executives may have about those customers, as well as improve upon certain metrics so that you can better achieve your objectives.
There are many different ways to gather the types of metrics that come through the door. In fact, any platform that your team uses to collect any kind of data (social media tools, website analytics, survey tools, review platforms) are all opportunities to track customer data.
Customer behavior data can be gathered to learn more about how consumers use products and services so that businesses can make future decisions about how to improve customer experience. Customer behavior analytics results from data that can be collected in multiple ways, such as through research and surveys.
This data can be collected with marketing automation software, which is capable of tracking the customer journey via most major marketing efforts such as email marketing campaigns, website CTAs, and social media interactions.
Successfully evaluating the impact of marketing campaigns requires the use of comprehensive digital marketing analytics. When most marketers hear the term "digital analytics," however, they tend to think of the web-based metrics typically associated with familiar analytics like Google Analytics which analyzes traffic, bounce rate, and unique visitors.
But this is just the tip of the marketing insights iceberg. While web analytics can provide you with a wealth of insight into the performance of your website, marketers need richer data to understand the impact of their marketing campaigns on conversion rates and the buyer's journey.
The further your social posts reach, the better for your brand. Digital marketing analytics platforms can show you how many of your social followers have seen your last post. Divide by total followers and multiply by 100 again to get your post reach percentage.
So, why exactly do digital marketing analytics matter? Let's take a look at what makes digital analytics so important today, and how they compare to (and improve upon) the insights offered by more basic web analytics.
The difference between general web analytics and digital marketing analytics is in their focus. While web analytics provides information about website performance and optimization, digital marketing analytics offer contextual insight around user behavior in, on, and around your site. 041b061a72